Convert website visitors into repeat buyers: A Smart Campaign for eCommerce
Convincing new customers to buy from your store isn’t easy. Getting them to return is even harder. But if they do make a second purchase, they’re much more likely to become a long-term customer.
So we’ve created this Smart Campaign to help you convert website visitors into leads, and easily them to buy from you – not once – but twice.
1. Track the right data
First, you’ll need to track your leads’ actions to make your campaign as effective as possible.
You can easily track your leads’ behaviour, webpages visited and more, using the Intercom Platform.
You’ll also need to set up custom data to target your leads’ buying behaviours. You should track eCommerce-specific data such as number of transactions made. Check out how to set up custom data attributes here.
Once you’re tracking this data, you can set number of transactions as the goal of your campaign, and trigger messages based on if your leads’ buying activity.
2. Capture your visitors’ email addresses
To convert website visitors into leads and add them to your Smart Campaign, you’ll need to capture their email addresses. To do this, just create a visitor auto message and set the ‘email collector’ option as the reply type.
Once you start capturing email addresses, you’ll be able to add leads to your Smart Campaign automatically by tagging them in your visitor auto message. Check out how to set up the email collector here.
3. Set up your Smart Campaign
First, set your campaign’s goal. For this campaign, we’ve set the goal to be ‘total transactions is more than 1’, as we want new leads to purchase twice from your store.
Next, you should set your campaign’s entry rules, which define how leads enter your campaign. We recommend:
- ‘Web sessions’ is greater than 1 – Target leads who show genuine interest in your store.
- ‘Total transactions’ is 0 – Only target leads who haven’t bought from you yet.
- ‘Item viewed’ has any value – Target leads who have viewed your products.
Next, you’ll need to set up your exit rules. By default, leads will exit your campaign if they’ve reached your goal, received all of your messages, if they become a user (if you offer accounts), or if they’ve received no messages for 30 days. You can easily add more rules if you need to.
Finally, to avoid sending too many messages in a short time, we recommend that you space your messages by at least two days apart.
4. Create your nurture messages
Now it’s time to create your campaign’s messages. When targeting leads, you can only choose ‘email’ as the message type.
Note: Email is the only option for leads, as they aren’t guaranteed to return to your site and see in-app messages. If you want to use in-app messages in Smart Campaigns, you’ll need to convert your leads to users (account holders).
For this example, we’re going to use an online shoe store called The Right Size. But bear in mind – you can apply the logic behind these messages to any eCommerce business selling goods online.
Here’s a sequence of five nurture messages, including rules that ensure leads only receive your messages at the right time. Simply set the rules, copy the messages into your message composer, and put them live.